The main aim of this study is to understand if and how Italian long-lived firms are oriented towards a strategic exploitation of their cultural and historical heritage. To this aim, first we reviewed the extant literature on the topic in order to identify the different tools potentially available to implement a heritage marketing strategy and, then, we investigated their actual level of use. A desk research covered 238 medium and large firms entered in the National Register of Italian Historical Firms edited by Unioncamere. For each firm we collected timely information about the different activities of heritage marketing carried out. Our study reveals that long-lived firms approach the single tools of heritage marketing experimentally and without an integrated vision. There is just a minority of firms showing to perceive the advantages of a convinced and multiform action of exploitation of their cultural and historical heritage. This paper is the first example of large-scale investigation aimed at observing the use of different tools of heritage marketing. Compared to previous studies, it is distinguished by the number of firms surveyed and the heterogeneity of tools considered.
"Il tempo è lo specchio dell’eternità". Strategie e strumenti di heritage marketing nelle imprese longeve italiane
Garofano A.;
2016
Abstract
The main aim of this study is to understand if and how Italian long-lived firms are oriented towards a strategic exploitation of their cultural and historical heritage. To this aim, first we reviewed the extant literature on the topic in order to identify the different tools potentially available to implement a heritage marketing strategy and, then, we investigated their actual level of use. A desk research covered 238 medium and large firms entered in the National Register of Italian Historical Firms edited by Unioncamere. For each firm we collected timely information about the different activities of heritage marketing carried out. Our study reveals that long-lived firms approach the single tools of heritage marketing experimentally and without an integrated vision. There is just a minority of firms showing to perceive the advantages of a convinced and multiform action of exploitation of their cultural and historical heritage. This paper is the first example of large-scale investigation aimed at observing the use of different tools of heritage marketing. Compared to previous studies, it is distinguished by the number of firms surveyed and the heterogeneity of tools considered.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
